Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults

Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath and Robin Koval

Truth Initiative


  • Young people who are not engaged in a targeted, at-risk behavior can influence those who engage in at-risk behaviors.
  • The messaging strategy for a campaign seeking behavioral change should be aligned with the target audience's current aspirations and interests.
  • The efficacy of message execution and delivery strategies should be assessed continuously.
  • Concept, premarket, and in-market testing can inform optimal message effectiveness.